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Studiu Iab Ad Ex, Iab Europe, Zoran Savin, Varsovia 2007
 

Studiu Iab Ad Ex, Iab Europe, Zoran Savin, Varsovia 2007

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    Studiu Iab Ad Ex, Iab Europe, Zoran Savin, Varsovia 2007 Studiu Iab Ad Ex, Iab Europe, Zoran Savin, Varsovia 2007 Presentation Transcript

    • Ad Ex Europe … and why is this guy saying that it is important to have one and to understand how to use it Zoran Savin IAB Europe vicepresident
    • IAB Ad Ex study 2006
      • About the study
      • Methodology
      • Full results
      • Ad Ex in your country
    • About the study
      • Every IAB runs a benchmark study
      • 2006 IAB Europe compiles studies
      • Different approaches country by country
        • Figures collected
          • Net/Gross/Ratecard?
        • Formats measured
          • Classifieds? Search? Email?
      • First tip: Make it Gross
    • A clear overview of European markets
      • Tackle comparability issues
        • Adjustments
        • Filling data gaps
      • PwC partnership
      • Ongoing process
    • Methodology
    • Methodology
        • Received 2006 data from local IABs
        • Had to make comparable
          • All formats reported Gross
          • Exclusion of mobile
          • Exclusion of e-commerce transactions
        • Needed to adjust data where not comparable
        • Needed to add estimates for non-collated data
        • Second tip: Try to break it down by type and category
    • Adjusted data
        • 20.9% of the total
        • Adjusted data to reach a comparable figure:
          • Estimating gross where collated net / ratecard
          • Extracting e-commerce income where stated
        • Adjustments made based on:
          • Input from local agencies and contributors
          • Available market information
        • If ratecard / net to gross 15% or less not counted as adjusted
    • Estimating data where it is not collated
      • 13.9% of the data
      • For some countries, not all formats are reported
        • Display is reported by all IABs
        • Classifieds, Search and Email are not always reported
        • Have taken:
          • Average % of total for countries that do report this
          • Tested figure against industry specialists and publicly available information
      • Third tip: Estimation is better than darkness
    • Estimating data where it is not collated
        • Search: 51.1% share of local market
          • (Greece and Netherlands)
        • Classifieds: 21.2% share of local market
          • (Austria, Croatia, France, Germany, Netherlands)
        • Email: 1.6% share of local market
          • (Austria, Finland, France, Germany, Netherlands, Slovenia)
    • Results
    • Total Market Size Source: IAB Europe/PricewaterhouseCoopers € 7,992 million
    • Total split by actual, adjusted and estimated data Source: IAB Europe/PricewaterhouseCoopers Actual Estimated Adjusted
    • Total for each country Source: IAB Europe/PricewaterhouseCoopers Millions
    • Market Share by Format Source: IAB Europe/PricewaterhouseCoopers
    • Share of European Market by country Source: IAB Europe/PricewaterhouseCoopers
    • Share of European and US Markets Source: IAB Europe/ IAB US/ PricewaterhouseCoopers
    • Expenditure per user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ www.internetworldstats.com/Stats 4 Average European investment = €39.1 per active user
    • Market share* in 7 highest value markets Source: IAB Europe/PricewaterhouseCoopers/WARC * Calculated using IAB Europe data as % of total advertising market value (WARC data)
    • New Developments for 2007 data
      • Industry categories
      • New partnerships
      • More countries
      • Forecasting element
      • Country factsheets
    • … in your country
    • So why it is important to have one?
    • Investments cycle AdSpend Online audience mesurement Investments
    • How to set up a Ad Ex research?
      • Reported by:
        • Agencies
        • Media
        • All involved in the process
      • Gathered by:
        • JIC (IAB, other organisations,..)
      • Approved by:
        • Research partner
      • Last tip: Just do it!
    • Re-cap
      • IAB Ad Ex study to be released every year
      • It will incorporate forecasts for different countries
      • It is an important step for IAB Europe
      • Try to set up an Ad Ex study in your country
      • And let your industry grow…